Discussion of the Corporate Identities of
TV Channels on Color: The Sample of
Kanal D and ATV
Gözde Altıparmakoğlu Sakarya
1. Research Assistant in Interior Architecture Department, Cukurova University, Turkey *Corresponding Author, E-mail: (galtiparmakoglu@cu.edu.tr)
Abstract: With the rapid increase of numbers of private TV channels from the first opened day to today, the television world has entered a competitive environment. In order to reach certain target masses, the channels divide the audience into various groups and set different strategies for different audience groups. They create a certain corporate identity to be perceived, remembered and a different position in the minds of viewers. In the highly competitive media environment, each channel tries to be the first preferred channel by highlighting its distinguishing features. In this context, having an identity that can be perceived by audience, plays an important role in giving a perceptual position. One of the most important elements forming the corporate identity is the color. The color is an indispensable part of corporate identity because of its catchy feature that leaves a strong impression on audience. In this study, the corporate identities of television channels are examined in the context of "color". In order to do more comprehensive research, two of the most watched channels, Kanal D and ATV, have been selected. The dominant colors in the corporate identities of the channels have been identified and the ways in which the institutions transmit these colors to the audiences and how successful they are in this regard have been examined.
